Leadership team of digital watermarks initiative HolyGrail has selected France to be the first country to implement Digimarc Recycle nationwide.

Digimarc Recycle, which is the principal technology for cross-value chain initiative HolyGrail 2.0, links covert digital watermarks with cloud-based repository of product attributes.

The platform enables brand owners to scale up sustainability by digitising products and packaging with technology proven to achieve 99% detection.

In addition, Digimarc Recycle captures and presents a complete overview of the product’s journey after purchase, thereby offering key data that works to benefit stakeholders across the value chain.

The nationwide implementation of the platform marks a milestone in the global fight against plastic pollution.

Earlier this year, the country was also selected as the pilot market for the HolyGrail 2.0 initiative.

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The initiative aims to evaluate whether digital technology can increase sorting and higher-quality recycling rates for packaging in the European Union (EU).

Digimarc president and CEO Riley McCormack said: “Digimarc applauds the vision and action of the France team and its pioneering member organisations, including P&G, L’Oreal, Henkel, Veolia, CITEO, and Pellenc ST.

“Moreover, we are committed to working alongside this group to expand the rollout to other facility operators, brands and retailers in France, because when the only thing that stands in the way of progress is inertia, true leadership is defined by those who take action.

“Digimarc is also engaged with other groups, across multiple continents, to open new Digimarc Recycle markets. The technology to effect real change exists today, and delayed adoption leads to permanent and irreversible damage to our planet. The time to act is now.”

In August this year, German retailer Netto Marken-Discount introduced Digimarc Recycle technology to Netto-branded products across 4,300 stores in the US.